ICAN store

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ICAN STORE

Architects: Privalovdesign\ Andriy Privalov, Alexander Fil, Alexander Govtva

Project Area: 133 sq. m
Project Year: 2021
Location: Kharkiv, Ukraine
Photo credits: Marina Pugachova

ABOUT

ICAN is a multi-brand clothing store that represents more than 20 world fashion brands. the variety of fashion styles here is pretty wide, but there is a tendency for modern urban direction. Some goods are close to classy style, some of them tend to be absolutely weird, thus it gives a lot of opportunities for design.

CONCEPT

During the design process, we agreed on the statement that the main character of this space is clothes, on the other hand, the environment should help the presentation of objects for sale. Several semantic layers were also chosen: a construction site, a city cafe, a house. Each of the layers is expressed separately, through interior details, decoration and objects. The combination of elements from different cultural backgrounds forms a kind of mixed environment that reflects the range of products presented

PROCESS

DESIGN

The design is based on simple solutions with high quality workmanship. The decoration of the walls is close to a construction site, it was crucial to achieve the feeling of New York’s exhibitions of contemporary art in old factory buildings, where bright objects contrast with a neutral color environment. The atmosphere where the store can pack up and leave at any time is the main point, this is what the city does every minute - it changes, just like we do

DETAILS

Exhibition equipment is divided into two typological categories: both wall-mounted equipment and freestanding. In addition to separation by position in space, the equipment has fundamentally different manufacturing methods. The wall-mounted equipment is made on the basis of the Geberit GIS system. The use of systems of this kind has never been used for the presentation of clothing, as it relates to the field of construction and sanitary equipment. The second type of equipment is minimalistic shapes that float freely in space, thanks to the texture of polished metal, these cubes dissolve in the reflections of bright clothes and serve as an additional exhibition of objects

Since the store is multi-brand, the issue of identifying the presented brands becomes very important. In order not to lose the integrity of the design, we were thinking about what could help us in the presentation of the brand without the use of corporate logos and colors. We found a solution in the digital space through a hashtag, putting the # sign, we move away from the visual presentation of the logo, providing a hyperlink instead, which, in our opinion, is very suitable for the spirit of the era. And finally, just for fun, some famous pixelated characters have been added